NEW DELHI: TBWA India has won the advertising account of Tasty Bite, a ready-to-serve foods brand from Tasty Bite Eatables Limited (TBEL).

TBEL is a subsidiary of the US - based Preferred Brands International (PBI), which markets the Tasty Bite line of products in Belgium, Holland and Switzerland, the Scandinavian countries and in the Asia Pacific region.

The win was confirmed by TBWA India director Kurien Mathews. The budget was not disclosed.

“The client allotted the account to us after a pitch, which included three agencies. Currently, we are in the campaign development phase. The advertising strategy includes use of television, print, outdoor and point of sale (POS). The mandate includes brand development and the objective of the campaign is to position Tasty Bite as a leading foods brand,” said Mathews.

Tasty Bite India is gearing up to launch its curry range in the convenience foods segment later this year. The portfolio includes eight curry pastes including mutton `rogan josh’, butter chicken curry, `chole’ masala, Goan fish curry and `paneer makhanwala’.

Tasty Bite is also offering the `Chettinad and Kolhapuri’ curry pastes, which can be adapted to both vegetarian and non-vegetarian dishes. The company is planning to launch its range in the third quarter of this year.

Recently, Tasty Bite has announced that it investing Rs. 100 million in the entire new product development, which will include the establishment of new lines at its manufacturing facility at Bhandgaon near Pune. Over the next 12 months, the brand would be available in at least 20 large cities, including Kolkata, Jaipur and Lucknow, in addition to those in Kerala.

TBWA India has performed well in the recent past as the Tasty Bite account follows the Hughes advertising account, which was clinched by the Delhi office.